Cult US footwear innovator Rothy’s partners with Sling & Stone for PR in Australia

 Sling & Stone, the PR agency for brands shaping the future of how we live, work and play, brought cult US sustainable fashion innovator, Rothy’s, to market in Australia, leading a multi-channel comms activation driving mass awareness at launch.  

Rothy’s has revolutionised circular fashion, developing a cutting-edge 3D knitting process that uses thread made from recycled plastic – creating a new category of luxury, sustainable footwear and accessories. 

Since launching in 2016, the brand has repurposed 285,000kg of marine plastic and 179 million plastic bottles into chic, comfortable shoes and accessories. Along with repurposed PET plastic, Rothy’s uses renewable materials including algae, hemp and merino wool in their range. The highly covetable collections have amassed celebrity fans including Megan Markle, Pedro Pascal and Emily Ratajkowski.

“Sling & Stone’s deep experience and passion in both fashion and sustainability came highly recommended by our US network. From the minute we met, we knew they understood our brand, we couldn’t have asked for a better partner to support our entry to market. They’ve quickly become a true extension of our in-house team.” said Anna Dore, Rothy’s Senior Director of Communications. 

“Rothy’s is such a respected, impressive international brand and it’s an honour to partner with them for their Australian launch. Rothy’s walks the talk when it comes to sustainable materials and manufacturing, comfort and style — the holy trinity of a cult fashion brand. It’s a more complex story to tell than any other regular label, which is why they’re such a perfect fit for our breed of brand communications,” said Kasi Talbot, Global Head of Consumer at Sling & Stone. 

Rothy’s is the latest brand to seek out Sling & Stone’s expertise in sustainably-minded category creators and culture makers, with current and former clients including Levi’s, Boody, Waterdrop, Who Gives A Crap and KeepCup.